Rajnigandha Silver Pearls pays tribute to all the Mothers with its latest campaign

New Delhi, May 11, 2017: Rajnigandha Silver Pearls, has launched a new video titled Acha hai #Maa Kehti Hai on 11 May, paying tribute to all the loving and caring mothers on the occasion of International Mother’s Day.

Carrying forward the success of the #Maa Kehti Hai campaign of past, the new video with an emotional storyline will be released on Facebook followed by an audience engagement exercise across social media channels, where users will be invited to share their mother’s story and tell us about their greatest hero; ‘Your story begins with your mother’s story and that story is the greatest of them all!’ This #Mothers Day! #MaaKehtiHai”. The campaign highlights the inherent goodness that resides in every mother and connects with the brand proposition“Achchai Ki Ek Alag Chamak Hoti Hai”.

This film is based on the insight that mothers are taken for granted and their advice & instructions are not always appreciated by the kids. This video shows how difficult it is to manage a day without your mother. The video opens to a couple of shots where children are cribbing about their mother. The next day morning, kids find a note from their mother informing that she won’t be home the entire day and then everyone from the father, who is trying to make breakfast for the kids to the children who are trying to get ready for the School start struggling & missing her; after initial delight of being able to do “their thing”.

The next shot showcases that the kids are back from school and are delighted that their mother is not around to stop them from watching TV. However, they soon get bored and switch it off. No one says a word but their facial expressions clearly portray, how much they miss their mother. The mother returns home in the evening and finds the house in a mess. The younger daughter runs to the mom and hugs her tightly and says, “Aap kahan chale gaye thay?” The elder one also adds, “acha hai aap chali gayi thi, aaj humein pata chala ki Mom banna kitna mushkil hai.” The mom also gets teary eyed and kisses her children. The film ends with a warm family moment as they all cuddle up and the tagline -Kitna accha hai ki maa humare liye har pal maujood hai. Iss mother’s day, shukriya adaa kare uss mom ka. AcchaHai #MaaKehtiHai.

Commenting on the campaign, Mr. Rajeev Jain, Associate VP, Marketing, DS Group said, ‘’ The core essence of Rajnigandha Pearls, is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication. Rajnigandha Silver Pearls is celebrating Mother’s Day by releasing a video titled ‘Acha hai #Maa Kehti hai’ because mothers have abundant inner goodness that makes them stand out and shine. The video emphasizes not only on a mother’s importance and existence in our lives but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai.”

Rajnigandha Silver Pearls has been running this campaign successfully for two years now. Last year too, the campaign received a great response. The video generated total 90 mn+ impressions on various platforms like Youtube, Facebook and Twitter.

For details, please log on to www.dsgroup.com

About DS Group: The Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs. 7,700crores in FY 2015-16. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging and Agro forestry. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations for nearly nine decades.

Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Ksheer, Dairymax, Tulsi, Pass Pass, Rajnigandha, Rajnigandha Pearls, The Manu Maharani and Namah are some of the leading brands the Group proudly shelters today. The Group ventured into the hard boiled candy segment with Pulse in 2015 with the Kachcha Aam flavored candy with a tangy twist, followed by Pulse Guava and Orange.

DS Group has chosen to mesh their social commitment into business vision. The Company has been working all over the country, on a wide range of CSR programmes, all over the country. The Group works strongly on the principles of integrity, dedication, resourcefulness and commitment.